Gaming Industry Better At Enforcing M-rated Restrictions Than Other Media

Aw shucks, there goes another excuse!

With the pending Supreme Court case on the horizon, it should not be forgotten just how important the ruling in the coming months will be. Despite arguments made by advocacy groups saying that a vast majority of parents support the ban, there is another aspect of the entire case that should be taken into consideration.

Just recently, the ESA released information on a study conducted by the FTC on the enforcement of child-restrictions in stores for M-rated games. The results found that:

  • “Of the three entertainment sectors, the electronic game industry continues to have the strongest self-regulatory code.” In addition, “…compliance with [that] code was high in all media.”
  • “The electronic game industry also performed well with respect to prominent disclosure of rating information in ads and retailer websites.”
  • “[R]etailers are strongly enforcing age restrictions on the sale of M-rated games, with an average denial rate of 80%.” Also, “nearly all retailers use systems to prompt cashiers to request photo ID.”
  • “The Commission found no evidence of M-rated game ads on television programs with a substantial youth audience that aired prior to 10:00 p.m. and a decrease in the number of M-rated game ads on websites highly popular with teens or children.”
  • Finally, “Overall, the Commission uncovered little evidence of inappropriate target marketing through the traditional media.”

Perhaps if the people behind this costly push for regulation read up on these facts, they might back off and start focusing on more important issues. One can only hope.

It does however, make one ponder if any of those 72% of parents in California actually bought their children an M-rated game before.